Venue details:
London - Food and Drink Federation , 6 Catherine Street, London WC2B 5JJ
Copenhagen/Malmo - S:t Gertrud , Ostergatan 7b, 211 25 Malmo, Sweden. 30 mins from Copenhagen airport with taxi, railway or airport bus and next to SAS Radisson Hotel.
Geneva - John Knox, 27, chemin des Crets de Pregny, 1218 Grand-Saconnex, Geneva. 10 minutes from airport by Taxi.

Key Benefits
1. Avoid costly failures and identify critical factors for success
2. Create a health-enhancing brand that resonates with consumers
3. Identify gaps in your current brand and product development strategy and how to fill those gaps in a practical way
4. Pin down the best communication strategy
5. Anticipate how competitor brands are likely to perform

Programme

8.55 Opening and Introduction

9.00 - 10.15

Consumer Insights and Market trends

• Discover key health trends to leverage in a tougher environment
• Discover a meaningful health-conscious consumer segmentation
• Understand your target consumer’s shopping behaviour

10.30-12.30

From consumer insights to success for your brands : Learn the key Four Factors to decode the snap judgement your consumer makes at point of purchase and learn how to translate this into successful NPD, brand positioning and communication.

10.30 - Factor 1 :  Does your consumer need the product?

• Understand motivation and lifestyle needs of your target consumer and how they currently perceive your product
• Understand how to create a positive choice
• Interactive session - Learn from Peter Wennstrom’s inspiring examples and key case studies eg Danone Essensis Beauty Foods, Actimel Probiotic, Anlene bone health dairy products

11.30 - Factor 2 : Is your consumer prepared to accept the ingredient?

• Understand the level of consumer’s knowledge, awareness and interest in your ingredients
• Learn why consumers are more interested in benefits to their health than in ingredients
• How to spot the trends that can support or increase the interest in your product or ingredient
• How to educate your consumers about the ingredient
• What are the key lessons in selecting ingredients?
• Interactice session - Learn from Peter Wennstrom’s inspiring examples and key case studies eg Glaceau Vitamin Water

12.30 Networking Lunch

13.45 - Factor 3 : Does your consumer understand the health benefit?

• Discover the three levels of health benefits
• How to offer a relevant benefit to your consumer target
• How to ensure consumers understand the benefit your product is offering
• Discover four lessons in communicating benefits
• Learn how to justify a premium price in hard times
• Interactive session - Learn from Peter Wennstrom’s inspiring examples and key case studies eg Enviga Calorie Burner, Naturally Gorgeous

14.45 - Factor 4: Will your consumer trust your brand?

• How to unleash the power of your brand
• How to offer a credible brand
• Which one to go for: Brand extension or new brand?
• How to extend an existing brand
• How to create a successful new brand
• Niche brand
• Interactive session - Learn from Peter Wennstrom’s inspiring examples and key case studies eg Benecol Cholesterol Lowering, Yakult probiotic drink, Unilever Knorr Vie

15.45 - Interactive session - Four Factor analysis on a product or brand of your own choice

16.45 - Closing discussion and Q&As

17.00 - Close of masterclass

Supported throughout by:

European case studies of successes and failures in marketing healthier and functional foods
Healthy Marketing Team and Wennstrom Four Factors tools
Health Focus Consumer Insights for relevant markets